A proposal for the applicability of the Blue Ocean Strategy in the international branding process of universities

Internationalisation is an indispensable phenomenon in today's global world. Under the influence of internationalisation, the concepts of university, education and project have acquired new meanings. Internationalisation in education has become a necessity in the globalised world for many reasons, such as the widespread and increasing awareness of European Union projects, the ability of people and nations to reach each other due to the ease of international communication, widespread project training, budgeting for mobility and state support. This study examines how the Blue-Red Ocean Strategy can be applied to the international branding processes of universities. The aim of our study is to ensure the implementation of Blue Ocean strategies in the internationalisation of universities and to provide solutions by examining the problems that may arise in the implementation of these strategies. Higher education institutions today are faced with the need to develop internationalisation strategies in an environment where globalisation is increasing competition. In this context, the study consists of three main sections to achieve this goal. Firstly, it discusses the concept of internationalisation in higher education and examines the policies that universities are implementing to compete on a global scale, international student and academic mobility, joint programmes and international cooperation. The impact of factors such as the Erasmus programme, the Bologna process and on-campus internationalisation on the international brand value of higher education institutions has been assessed. Secondly, the Blue-Red Ocean Strategy highlights the steps that universities should take to develop innovative and sustainable non-competitive strategies. Instead of traditional competitive strategies, it explains how universities should differentiate themselves and become an international centre of attraction. Finally, under the heading of international branding, it discusses the strategies that should be implemented to increase the global recognition and academic prestige of a university. The importance of this study is that it contributes to the science of management by stating that universities should be transformed from a passive institution that only sends students to university to an active international actor and that many factors, from academic programmes to campus life, from research activities to corporate governance, should be brought in line with international standards. In this context, the study offers suggestions for strengthening the internationalisation processes of universities in Turkey, based on the example of Munzur University. Internationalisation should not be limited to academic cooperation, but should be seen as a comprehensive strategy that encompasses all components of the university. As a result of this study, it has been our main aim to guide the steps that universities in Turkey will take towards internationalisation, to identify the problems that arise and to propose solutions. It is hoped that this study will contribute to management science and the internationalisation of universities.